US: six papers experiment with new ad revenue models
Posted by Diana Epstein on March 31, 2006 at 12:50 PM
Backed by the American Press Institute, a new project titled Newspaper Next has selected six newspapers to aid and use as “living laboratories to demonstrate the innovation potential that exists among newspaper companies,” said Stephen Gray, managing director of Newspaper Next.
The project will produce a report later this year, which will cover the lessons learned from the six papers and it hopes to test some of the projects conclusions at a daily newspaper by early 2007.
“It’s a great group of projects, They range in focus from audiences to advertisers to building organizational capabilities,” said Gray.
Examples of the project:
“It’s a great group of projects, They range in focus from audiences to advertisers to building organizational capabilities,” said Gray.
Examples of the project:
- Gannett Co., which will pick one of its midsize papers to develop an organization structure conducive to innovation -- a structure adaptable to smaller and larger papers.
- The Boston Globe, part of The New York Times Co., which wants to create new mechanisms and models to deliver profitable leads and sales to businesses too small for traditional big-paper solutions
- Media General in Richmond, Va., plans to experiment with research techniques to gain new, unique insights into problems that Richmond businesses can’t solve with today’s advertising programs
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